Turbo-Charging Your SEO and Link Building

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My presentation from A4U London 2012 - Turbo-Charging Your SEO and Link Building.

My presentation from A4U London 2012 - Turbo-Charging Your SEO and Link Building.

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  • This is such a useful presentation - there are some great things to think about and try to get into our site audits. I love your use of Excel to streamline and analyse your data. We're constantly working towards that. Maybe someone could write a script we could buy that does it all for us! Thanks for sharing.
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  • 1. TURBO-CHARGING YOUR SEO Jon Quinton SEOgadget.co.uk @jonquinton1
  • 2. WHAT’S THE CRACK?
  • 3. @jonquinton1............................................................................................................................................................................................... TRIPOMATIC.COM
  • 4. PROBLEM #1WHERE TO START?
  • 5. @jonquinton1............................................................................................................................................................................................... CHECKING SEARCH VISIBILITY Good growth but still plenty of opportunity
  • 6. @jonquinton1............................................................................................................................................................................................... Non-Brand Brand
  • 7. @jonquinton1............................................................................................................................................................................................... TOP TRAFFIC DRIVING KEYWORDS (NON-BRAND) Note: the tourist maps are bringing in a good volume of traffic
  • 8. PROBLEM #2DISCOVERING OPPORTUNITIES WITH META DATA
  • 9. @jonquinton1............................................................................................................................................................................................... FIRST, COMBINE ALL YOUR EXPORTS:
  • 10. @jonquinton1............................................................................................................................................................................................... COMBINE THE DATA USING VLOOKUP: =VLOOKUP(A2,[TABLE2],2,0)
  • 11. @jonquinton1............................................................................................................................................................................................... SORT BY SEARCH VOLUME TO SPOT META IMPROVEMENTS Is the page title optimised for the biggest ranking keyword?
  • 12. PROBLEM #3QUICKLY FINDING TECHNICAL PROBLEMS
  • 13. @jonquinton1............................................................................................................................................................................................... FINDING DUPLICATION WITH SCREAMING FROG Finding duplicate meta data usually leads to deeper problems…
  • 14. @jonquinton1............................................................................................................................................................................................... http://www.tripomatic.com/Singapore/ http://www.tripomatic.com/singapore/ http://www.tripomatic.com/Singapore/Singapore-city/
  • 15. @jonquinton1............................................................................................................................................................................................... Also check meta descriptions – are they harming your CTR?
  • 16. @jonquinton1............................................................................................................................................................................................... COMPARING WITH CLICK THROUGH DATA What’s working well and what lessons can we learn?
  • 17. @jonquinton1............................................................................................................................................................................................... SIGNIFICANT SPIKE IN ‘NOT SELECTED’ URLS ‘Not Selected’ URLs are pages that Google deem to be duplicate or ‘thin’. Did something change on the 8th May?
  • 18. @jonquinton1............................................................................................................................................................................................... IIS CRAWL REPORT 132,330 linked to redirects 11,852 pages blocked by Robots.txt Download: http://www.iis.net/downloads/microsoft/search-engine-optimization-toolkit
  • 19. @jonquinton1............................................................................................................................................................................................... The link to http://www.tripomatic.com/widgets/ 301 redirects to http://www.tripomatic.com/lp/widgets/ Once redirects are implemented, make sure internal links are updated to reflect new locations.
  • 20. @jonquinton1............................................................................................................................................................................................... ROBOTS.TXT Many of these pages are still indexed. It would be more efficient to set to NoIndex, Follow: <meta name=“robots” content=“noindex,follow”>
  • 21. PROBLEM #4DIAGNOSING ARCHITECTURE PROBLEMS
  • 22. @jonquinton1............................................................................................................................................................................................... CURRENT NAVIGATION
  • 23. @jonquinton1............................................................................................................................................................................................... EXPORT XENU REPORT INTO EXCEL
  • 24. @jonquinton1............................................................................................................................................................................................... FILTER BY ‘LEVEL’ From 4105 analysed URLs, 2,101 were over 3 clicks deep
  • 25. @jonquinton1............................................................................................................................................................................................... MAP OUT NEW STRUCTURE Asia Delhi Bangkok Far East Hong Kong London Europe Paris Destination Guides Krakow Eastern Europe Budapest New York USA LA Vancouver Canada Toronto
  • 26. PROBLEM #5FINDING BAD LINKS
  • 27. @jonquinton1............................................................................................................................................................................................... GATHER AND COMBINE DATA Use OSE, Majestic and Webmaster Tools
  • 28. @jonquinton1............................................................................................................................................................................................... DE-DUPE YOUR LIST Once combined, de-dupe by ‘sourceURL’ and remove metrics that are not required
  • 29. @jonquinton1............................................................................................................................................................................................... ARE MY LINKS STILL LIVE? Use Screaming Frog SEO spider in ‘list mode’ and configure a custom filter to search for your domain in the source code of each URL
  • 30. @jonquinton1............................................................................................................................................................................................... SEPARATE DOMAINS • =IFERROR(MID(A2,8,FIND("/",A2,8)-8),MID(A2,8,LEN(A2)))
  • 31. @jonquinton1............................................................................................................................................................................................... USE SEOTOOLS FOR EXCEL TO PULL IN DOMAIN PR Ensure that you work in a new tab with a de-duped list of domains. Paste as values once finished!
  • 32. @jonquinton1............................................................................................................................................................................................... DOMAIN PAGE RANK DISTRIBUTION Domain Page Rank Distribution 300 250 200 150 100 50 0 0 1 2 3 4 5 6 7 8 9 10
  • 33. @jonquinton1............................................................................................................................................................................................... ANCHOR TEXT DISTRIBUTION 22% 24% Keyword: Trip Planner Includes Brand Other 54%
  • 34. PROBLEM #7BUILDING GOOD LINKS
  • 35. @jonquinton1............................................................................................................................................................................................... EMBED MAPS
  • 36. @jonquinton1............................................................................................................................................................................................... SCRAPE A LIST OF OPPORTUNITIES
  • 37. @jonquinton1............................................................................................................................................................................................... BRING BACK THE BLOG – THIS TIME ON A SUB FOLDER
  • 38. @jonquinton1............................................................................................................................................................................................... ASSOCIATE WITH SMALL LOCAL BUSINESSES
  • 39. KEY ACTION POINTS:1. GAIN A REALISTIC VIEW2. QUICKLY FIND TECHNICAL ISSUES3. ANALYSE BACKLINK PROFILE –BUILD THE LINKS YOU NEED
  • 40. THANKS!! Jon Quinton SEOgadget.co.ukjon@seogadget.co.uk @jonquinton1